Abstract
Despite promising interventions to lower people’s daily sugar consumption, such as health- or taste-focused labels, the consumption of sugar-sweetened beverages (SSBs) continues to rise. To improve the effectiveness of existing labels, the way people process sugar amounts in grams (g) as displayed on beverages seems to merit elucidation. For example, do people perceive the difference in the amount of sugar, and thus in the subjective sweet taste, between two beverages according to Weber’s law? Additionally, is that perceived difference the cause of their beverage choice? In order to investigate these questions, participants in this online experiment first had to estimate the sugar difference between two beverages based on grams and then decide whether they would switch to a lower-sugar beverage. We found that participants’ different estimates followed Weber’s law. The choice of the lower-sugar beverage, however, depended on how large they personally perceived that difference. In other words, the choice was independent of the ratio. These results show that future labels, rather than indicating the total amount of sugar, should indicate whether the reduction, for example in the amount of sugar compared to another beverage, was perceived as significant by others.
Highlights
Do people perceive the difference in the amount of sugar, and in the subjective sweet taste, between two beverages according to Weber’s law? is that perceived difference the cause of their beverage choice? In order to investigate these questions, participants in this online experiment first had to estimate the sugar difference between two beverages based on grams and decide whether they would switch to a lower-sugar beverage
Here’s a dilemma for you: The 5 dl “peach” iced tea (22.6 g sugar) or the 5 dl “light peach” iced tea (0.2 g sugar)? A choice not without consequences as more and more studies postulate a positive relationship between the consumption of sugary food items, especially sugar-sweetened beverages (SSBs), and obesity
In this study we aim to answer the questions: do participants’ differences in sugar perception follow ratio in accordance with Weber’s law and consequentially, do these expected differences in taste become the drivers of their beverage choices?
Summary
A choice not without consequences as more and more studies postulate a positive relationship between the consumption of sugary food items, especially sugar-sweetened beverages (SSBs), and obesity (see, for example, Luger et al, 2017). The TLL improves nutritional knowledge (see, for example, Roberto, et al, 2012), its influence on purchase intention or actual purchase of healthier food items, especially SSBs, is inconclusive. For example, Thorndike, Sonnenberg, Riis, Barraclough and Levy (2012) found that the TLL increased sales of healthy beverages and respectively reduced sales of unhealthy beverages, Findling, et al (2018) found no effect of the TLL on participants’ purchase intentions
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
